Google Business Profile (GBP): Why Your Events May Not Show Up in Search and How to Fix It

Google Business Profile (GBP) is a powerful tool for local marketing, especially for businesses in the hospitality industry. However, even when all technical requirements are met, some events may not appear in search results. In this article, we explore why this happens and how to optimize your posts to increase their chances of being displayed by Google. Who Can Publish Events That Appear in Search The event display feature in search results is currently limited to certain types of businesses. To take advantage of it, your business must meet the following criteria: Your business must fall under the category of restaurant or bar. The feature is not available for chains, even small ones. Google prioritizes local, independent businesses. Events appear only for branded searches (i.e., when users search for your venue by name, not general queries like “restaurant near me”). The feature works only on mobile devices. It is not supported in Google Maps or on desktop. It is geographically limited to English-speaking countries: the USA, UK, Canada, Australia, and New Zealand. Why Your Event May Not Be Displayed Even if your business meets all the criteria above, Google may not show your event in search if the text lacks enough context. Example of what doesn’t work: “Happy Hour from 4 PM to 6 PM” This description doesn’t specify which days the event occurs. Without this information, Google doesn’t know when to display the event and may simply ignore it. Correct example: “Happy Hour every Monday–Thursday from 4 PM to 6 PM” That’s enough for the algorithm to understand when the event takes place and show it accordingly. If the event is recurring weekly, you don’t need to create a new post each time. Just specify a time range (e.g., for a month) and include the exact days and times in the event description. Which Events to Promote via Google Business Profile Google Business Profile offers a dedicated “Event” post type, which should be used to ensure your event can be indexed and shown in search results. A common mistake is choosing the “Update” post type instead. In that case, the post won’t receive expanded visibility. Examples of events that Google processes correctly: Brunch: “Brunch every Saturday and Sunday from 10 AM to 2 PM” Wine Night: “Every Wednesday from 6 PM to 8 PM – special wine menu” Live Music: “Every Thursday from 7 PM to 9 PM – acoustic performance” Tasting Dinner: “Last Friday of every month at 7 PM – tasting menu with the chef” Theme Days: “Every Tuesday in July from 3 PM to 8 PM – Taco Tuesday” Can You Skip Posting in GBP? Yes, in some cases Google can automatically detect and process event information, even if it hasn’t been posted via your GBP dashboard. This is possible because the search engine actively indexes content from your official social media pages — especially Facebook and Instagram. If your post on these platforms clearly includes the event name, days, hours, and duration, Google may recognize it as a local event and display it in branded search results. However, there are several caveats: No guarantees. Even if your social media post is properly structured, Google’s algorithms may ignore it or fail to index it in time. Lack of control. You cannot manage how or whether the event appears in search if it wasn’t published through GBP. No set time range. Social media posts don’t allow you to define start and end dates the way GBP does. Risk of misinterpretation. If the copy is written in a casual or overly creative tone, Google may not understand it as structured event information. Because of this, it’s strongly recommended to also post key events via GBP using the official “Event” post type. This gives you full control over the data shown in search, ensures you meet technical requirements, and increases the chances that users will see the right information. This approach not only boosts your visibility in local search results but also strengthens brand awareness — especially among mobile users. How to Write the Event Description Google handles events better when the text is clear and well-structured. Follow this format: Event title + days of the week + time + duration Example: “Live jazz every Thursday in June from 6 PM to 9 PM” Use a single sentence that clearly outlines the event schedule. This improves your chances of having the event automatically displayed in Google search results. Checklist: Before You Hit Publish Did you choose the “Event” post type? Is your business listed under the restaurant or bar category? Does the text mention days of the week and time? Did you set the start and end date of the event? Is the duration of the event under one month? Conclusion Google Business Profile gives restaurant and bar owners a free opportunity to gain extra visibility in mobile search results. But this feature only works if you use the correct post format, follow a clear structure, and meet several technical criteria. For marketers, this means carefully crafting your wording and keeping up with Google updates. As this functionality continues to evolve, staying informed will help you adapt your local promotion strategies more effectively. This article available in Ukrainian.